LEVI MARKS RETURN TO TV IN NEW CAMPAIGN
By Adnews Staff
A new advertising campaign for Levi Strauss & Co. (Canada) of Richmond Hill, Ontario marks the company's return to television advertising after an 18 month hiatus. The new spot, running nationally in both English and French, is called "Feline Mutants". The content is based on sci-fi spoof, said Genevieve Dennis, account director at Levi's agency, Toronto-based Harrod & Mirlin/FCB. The commercial is the first television spot created by Canadian director Bruce McDonald. McDonald's films include Hardcore Logo and Highway 61. The campaign is targeting the 14-24 age demographic and is designed to promote both Levi's new spring line as well as the brand itself. The campaign uses the tagline "Get it before they do". An outdoor teaser campaign running in the Toronto, Edmonton, Vancouver and Calgary markets will expand into a brand campaign on March 20th, with television advertising launching March 6th. Advertising for Levi's runs through April.